My main product OfferLab – there’s not even a funnel behind it – started at a quarter million, (softly just word of mouth), there’s not even a funnel yet, it’s been really validating.

The Carnegie Hall people asked me, “Do you want to sell?” I was like, “Yeah, I wanna sell!” They said, “No one else has said they want to sell…”

I was like, “Why would you say ‘no’ to that, of course, I want to sell.”

WHAT IS AN ENTREPRENEUR?

Anyways, I’m in this weird phase…

I was talking to Alex Charfen a few days ago, and I was like, “Dude, I feel like I am always moving and changing.”

Alex said, “…that’s what an entrepreneur is. You just redevelop over and over and over again.”

So it’s been weird…

I feel like I’ve been shifting and changing so fast and asking, “Well, what is my foundation as a human being… as me,” and that question is what I think has allowed my true self to start coming out.

In fact, two or three weeks ago, I told my wife Alyssa, “I can feel another change coming on, and I’m kind of freaked out about it… but it’s coming…”

… and those changes are ALWAYS uncomfortable.

One of the things I’ve realized who I serve… I didn’t know the answer to that before…

I serve existing and new entrepreneurs inside ClickFunnels

There are a few things about ClickFunnels ,in the last six months, that have shown me that it is A MARKET…

…and I’m very excited about because it’s growing and maturing.

And now, when someone asks, “What do you do?” I can tell them…

I’ve never been able to answer that before.

So here it is:

I help people design and launch wildly lucrative offers

… that’s exactly what I do!

So I’m excited; that’s just the most ultimate ridiculous clarity.

I think I would’ve been my own worst nightmare client like a year ago, because I couldn’t answer those questions…

What do you want?

Where are you moving to?

…and so it’s fun to be able to say that what I do in one simple sentence.

Anyways, a little give here…

I’M A CAPITALIST PIG

I call myself the Capitalist Pig, so I’d better know about capitalism – so I’ve been learning about the origins of Capitalism.

I’ve been diving into a lot of history lessons…

I’ve been learning about Adam Smith is known as the father of modern Capitalism…

In his time, Smith was known, for disrupting a lot of things… NOT just Capitalism itself…

In the 1700s – 1800s Europe, there was this really weird belief of how value is created…

People believed that the amount of time spent creating a product equaled the amount of value that it had.

But Adam Smith was like, “No that’s dumb,” and he was the first one to really start switching that idea.

Smith came in and flipped that idea, and said, “No no no…”

Value is in the eyes of the beholder. Value is in the eyes of the person who’s gonna consume it.

And so, as the Offer Guy, what I’m really doing is helping people understand how value is created.

And in order to do that, you have to understand the difference between COST/ PRICE/ VALUE…

WHAT’S IT WORTH?

COST = is what you pay to fulfill.

PRICE = is what your customer pays to get your product.

VALUE = is determined in your customer’s eyes.

I used to have this major, major hang-up; it was a huge false belief of mine…

I used to think, “Oh my gosh, would I buy my own product?”

…and that would be how I decide the price.

*MAJOR PROBLEM*

I wouldn’t pay myself 35 grand to hang out with me for a day – I’m not that cool

BUT…

I’m NOT the one buying the product… and lots of people do buy. The customer decides, the customer chooses the value, and I make things that are valuable in their eyes.

WHAT IS AN OFFER?

So… I’ve been on this mission to define an offer… and I can’t say how many times, (even just with Russell), I’ve heard it said, “Can someone just define a funnel better… like how can we get a better definition? How can we explain it?”

So I’m trying to solve the same problem for offers, and I think I have…

Recently, I was able to meet Dan Kennedy’s ghostwriter.

He was the guy who was in charge of all the writers at Dan Kennedy’s place and ended up writing Magnetic Marketing.

He and I would email back and forth, and he has his own book. His name’s Jack Turk(by the way don’t steal him, I’m still convincing him to write my book)…

…and in that book he says:

Offer = Core Product + Value Add

I was like, “That’s such a good way to define what an offer actually is!”

PRODUCT VERSES OFFER

People ask me all the time, “What’s the difference between a product and an offer, Stephen?”

I’m like, “Well, an offer is a collection of products,” that’s a method when you get down to it…

A core product + value add =that’s what an offer is!

ClickFunnels = core product + value add (a whole bunch of other stuff that helps you use it better).

For Example:

ClickFunnels + Funnel Hacks = OFFER

So I’ve been geeking out hard on ways to create offers under that formula.

How can I take a product and move it into an offer?

So staying with the example of #ClickFunnels as the core product…

The method we’re all used to creating offers with is by adding MORE products in our stack slide – and it’s a great method!

We add product, product, product, product, product and that adds a lot of natural value to what we’re selling…

…and now, our dream customer is like, “Boom! Well, of course, I’ll pay a grand or two for Funnel Hacks!”